Design re-vamp sets product on course
A lifestyle decision in 2006 to move his company to a home base following the birth of his son, led Creative Connection Products founder Marcus Jobsen to re-visit an idea formed on the golf course some 20 years earlier.
Marcus explains, “Being a keen golfer, I noticed that there was a correlation between having a clean golf ball and playing a good game of golf, but unfortunately, many golf courses do not provide ball cleaning facilities. I was also well aware that the global golf merchandise market even back then was potentially massive.”
Despite the 20 year lapse, during which the idea was ‘bottom-drawered’, Marcus found that a gap in the golfing accessories arena still existed for a golf cleaning product which also provided multi-purpose functionality.
Other options within the market were primarily based around a “cloth” to clean the golf ball, with the cloth itself requiring regular washing. There was not an accessory that also allowed for the cleaning of clubs, golf shoes and buggy wheels etc.
The idea of ‘Golf Buddy’ was born, and following development of a prototype the multi-purpose all in one product was launched in the market.
Challenge
While Jobsen’s prototype fulfilled the functionality of his initial concept, he quickly became aware that its design undermined rather than enhanced its marketability. Convinced that he had a winner in terms of concept but harbouring concerns about its visual impact, Marcus engaged Melbourne industrial design company UNO Australia to take the Golf Buddy to a new level.
Objective
As the product had already been designed to some extent, the main objectives set out in the design brief were to ensure that the Golf Buddy:
- looked aesthetically pleasing;
- was self-explanatory;
- remained useful and easy to use;
- maintained its multi-function format; and
- caught, then held, the attention of the potential consumer.
Solution
Within two weeks of accepting the challenge, UNO Australia presented Creative Connection Products with a distinctly different alternative that breathed life into the Golf Buddy concept. UNO joint Director Dean Holmes said, “What was unique about this project was the enthusiasm and passion of the client…….Marcus had such a clear vision for his product and its opportunity, that our ideas were always eagerly embraced.”
The UNO design team completely changed the Golf Buddy shape with the new lines, materials and colours presenting a much more contemporary and customer friendly look. The new design also aimed to appeal to golfers right across the sport’s age, sex and ability 
spectrum. Incidentally the colour range includes Fairway Yellow, Dogleg Purple, Rough Red, Bunker Orange, Water Blue and of course Putting Green.
The new Golf Buddy packaging included a descriptive presentation that highlighted and encapsulated the complete functions and uses in a layout which holds both commercial and aesthetic appeal.
Results
Engaging UNO Australia gave new life to the Golf Buddy concept and, Marcus Jobsen is convinced, enabled the product to be presented professionally in a very visual, yet functional manner.
The redesign increased Golf Buddy sales from zero to just over 4300 units in 7 months. The first breakthrough came from an initial contact made via the UNO designed email flyer, and saw Creative Connection Products secure a substantial order from the Canadian based Forzanni Group, a major consortium that owns 14% of the Canadian sporting market.
A few months later, “On Course Golf Stores”, a major Australian company, with 120 stores Australia wide came on board and they included Golf Buddy in their 2007 Christmas catalogue.
Click here to download the full Golf Buddy case study.
Related Links
Creative Connection Products - www.creativeconnectionproducts.com
26 June 2008